On Wednesday, the online lingerie brand rolled out eight new
sizes and expanded its assortment of existing styles.

Ad

These new sizes include 30C1/2, 30D1/2, 30E1/2, 38A1/2,
38I, 40A, 40H, and 42B.

This brings its total collection to 78 bra sizes, with
bands ranging from 30" to 48" and cups going from AA to I. For
comparison, Victoria's Secret offers 30AA to 40DDD. American
Eagle's Aerie offers from 30A to 40DD.

The larger sizes will have more microfiber on the wing of the bra
and an additional layer of fabric for extra support, and the
price will stay the same, she said, despite it costing 40% more
to produce.

ThirdLove has built its business around being
body-inclusive, offering extended sizes and featuring real women
of all shapes and sizes in its marketing campaigns. It has
been public about its quest to shake up the industry and disrupt
longtime leader Victoria's Secret.

This rivalry came to a head in November after an executive at
Victoria's Secret's parent company, L Brands, took a direct hit
at ThirdLove in a controversial interview with Vogue.

"We're nobody's third love," executive Ed Rasek said.
"We're their first love. And Victoria's Secret has been women's
first love from the beginning."

In the interview, Rasek also made controversial comments about
plus-size and transgender models, saying that he didn't think the
company's annual fashion show should feature "transsexuals"
because "the show is a fantasy."

"Your show may be a 'fantasy' but we live in reality. Our
reality is that women wear bras in real life as they go to work,
breastfeed their children, play sports, care for ailing parents,
and serve their country," the ad said. "It's time to stop telling
women what makes them sexy - let us decide."